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Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love. Examples of emotional branding include the nostalgic attachment to the Kodak brand of film, bonding with the Jim Beam bourbon brand, and love for the McDonald’s brand.〔Rossiter and Bellman〕 ==History== Throughout history, branding has served as a representation of meaning through the use of a sign or symbol. Oftentimes, these symbols are meant to hold a particular meaning or stigma. Herein, lies the origin of emotional branding. An early example of the brand used as a stigma in popular culture can be found in the novel ''The Scarlet Letter'' with the use of the "A" as a brand of adultery. It wasn't until well into the twentieth century that businesses started using branding as a standard business practice in marketing. Product branding, which can be defined as the creation of a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers" 〔American Marketing Association Dictionary. The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project.〕 was first used with watermarks on paper. During this time, the idea of branding was quite literal, with the use of images, logos and insignia to create familiarity with a product. With the beginning of Mass marketing in the 1900s companies started to use Brand identity in attempt to associate an idea or lifestyle with a brand. This can be attributed to the “Father of modern advertising”, Thomas J. Barratt, the ideaman behind Pears Soap advertising. Barratt used the association of high culture and quality to brand his product to a mass audience. This marks the beginning of modern emotional branding,through the use of manipulation of human emotion to sell a product. During this time, we begin to see an emergence of more psychological theories in relation to branding and marketing, which leads to new uses of the brand itself. Marketing professionals during this time learn that in order for humans to create a relationship between themselves and a brand, the brand needs to portray a particular personality with specific values and symbols attached to it. This way, based on human emotions, a consumer can develop a closer connection with the brand. From here, many companies began to catch on to the trend of brand identity to distinguish their products from others in a growing market. The play on emotion in branding became revolutionized with Sigmund Freud’s popularization of the “unconscious mind” from 1912. According to Freud, the unconscious mind consists of the processes in the mind that occur automatically and are not available to introspection, and include thought processes, memory, affect, and motivation.〔Westen, Drew (1999).''The Scientific Status of Unconscious Processes: Is Freud Really Dead?''. Journal of the American Psychoanalytic Association 47 (4): 1061–1106. doi:10.1177/000306519904700404.〕 In advertising, this became relevant through the use of hidden messages and symbols to trigger an emotional response, without literally making a claim about a product. During the early 1900s Freud’s nephew, Edward Bernays published works concerning both propaganda and public relations, a term he coined, in relation to persuasion through human emotion. Bernays promoted the idea of engineering psychology, or manipulation of the public opinion, to persuade. An example of one of Bernays' branding experiments is the phrase "Torches of Freedom" in reference to cigarettes smoked by women in 1929. Bernays applied the values of women's rights to the brand image of cigarettes as "torches of freedom" by inviting women to march in the 1929 Easter Sunday parade while smoking cigarettes, causing a spike of female interest in smoking. This is one of the first examples of evidence during the early 1900s that emotion and values tied to a brand can increase sales. Bernays' works concerning the engineering of public consent and public relations revolutionized the way that advertisers conducted business. In the book ''Public Relations'', Bernays suggests, "Advertising needs to apply what the social sciences already know about human nature and conduct." He goes on to suggest that advertisers must "familiarize themselves with the key texts on the disciplines with which they deal- sociology, psychology, social psychology, anthropology and psychiatry."〔Bernays, Edward L. Public Relations. Norman: University of Oklahoma, 1952. Print.〕 Bernays belief that advertisers paid too much focus on semantics and should direct more of their attention on the study of human behavior lead to a revolution in advertising that would eventually lead to modern emotional branding. Emotional branding is rooted in the social sciences, as it aims to provoke an emotional connection and response based on personal influences. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Emotional branding」の詳細全文を読む スポンサード リンク
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